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Over the past two months, organic demand for workwear classics has skyrocketed including white shirts and formal trousers witnessing a spike of over 70 percent and 107 percent respectively. Traction in the suits category has also picked up disproportionately in metros, especially in the premium segment with brands such as Raymond, Louis Philippe, Park Avenue and Blackberrys, with several Value Brands growing at over 100+ percent Y-o-Y.
As people across the country embrace a new lifestyle and head back to work in a safe manner, Flipkart, India’s e-commerce marketplace shared some interesting trends that reflect fashion and beauty choices transitioning from loungewear to office wear, and from trendy beauty products to more organic and cleaner alternatives.
Again, the demand for makeup and deo combos increased with women preferring organic and clean brands choices. As wearing masks became crucial, the demand for eye makeup drastically increased. 2021 also witnessed an uptick in makeup and fragrance category by 46 percent while the premium product ranges grew by 55 percent. Triggered by consumer insights in recent times, there has also been an emergence of new brands, new collections, new campaigns and sub brands to cater to evolving fashion and beauty needs. Peter England launched an ‘Anti Viral Wardrobe' and Allen Solly launched an ‘Anti Bacterial’ range of trousers and kurtas to assist office goers as they begin to head out of homes. Tier 2+ markets broadened the demand of brands like Swiss Beauty and Blue Heaven alongside new age brands like Beardo and Man company in fragrance. Some of the most searched clothing brands include Peter England, Roadster, Levi’s, Killer, Allen Solly, PUMA, Adidas, US Polo, Highlander, Spykar, Nike and HRX. With people seeking affordable work wear choices, Flipkart observes the Rs 550-800 range as a preferred customer sweet spot for shirts and trousers. Makeup brands include Maybelline New York, Lakme, Loreal Paris, Blue Heaven, Swiss Beauty and Sugar cosmetics. Whereas Denver, Set Wet, Fogg, Jaguar, Skinn by Titan, Envy, Park Avenue and Nivea became the most popular choices for fragrances. Most searched terms over the past two months included jackets, denim jackets, hoodies, sweatshirts, leather Jackets, full sleeve t-shirts, branded jeans, branded shirts, blazers, trackpants, tracksuits, caps, cargo and joggers. Jackets are among the fastest growing categories in men’s clothing, led by both an extended winter season as well as increased outdoor travel. It has grown by 1.2X of the category; and casual shirts have grown by 1.3X of the category. The athleisure segment is witnessing growth, seen in track pants, tracksuits and caps. In the last 3 months, jeans, trousers, suits and blazers have grown by over 50 percent.
An interesting trend observed recently is the influence of casualwear on workwear. Customers have taken to an adoption of knitted fabric into shirts and trousers - earlier limited only to casual wear. An increased preference for lycra and viscose rayon fabric in mens trousers and shirts has also been observed. This fabric was most commonly used in women's wear until now. Brands are also coming up with new innovations like adjustable waistbands, knitted trousers and drawstring trousers for comfort in addition to the more breathable khaki fabric.
Consumers today are looking to buy organic brands while focusing on organic / clean beauty categories. The purchase of fragrance and premium fragrance also increased during festive and wedding months.
Shoppers like to coordinate their masks with their workwear and prefer having them match. An entry of prints has also been observed across the board with vibrant, eye-catching prints being a hit in otherwise plain workwear. Shoppers have indicated doing away with monotony in wardrobes, setting a direction towards inclusion of abstract colorful prints and Indian motifs.
With people continuing to prioritize their mental and physical well-being and make healthier choices for themselves, utility wear has seen an upward trend with the millennial generation wanting to balance work and outdoors. Of this, multi-pocket cargo in a variety of fits like joggers & denims are the biggest hits. To capture the increasing interest in utility trousers, Peter England launched Trouser World on Flipkart, featuring over 300 styles across the spectrum.
As people continue to embrace outdoor work routines, formal and casual wear along with value driven makeup and beauty purchases will continue to grow in popularity. Flipkart is leaving no stone unturned in delivering the latest trends and services to its burgeoning customer base.
Indian Retailer is India's largest news, information and market intelligence provider in the retail sector. Indian Retailer exclusively covers retail business news...Read More
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